The Video Viewer Audiences Most Advertisers Aren't Building

Here's a move a lot of advertisers skip, even though it's one of the easiest things you can set up inside Meta: custom audiences for video viewers. If you've been running helpful videos and you're not building those audiences, you're leaving a lot of warm traffic sitting there unused. What I like to do is break viewers into a few groups based on how much of the video they actually watched: people who watch about a quarter of it, people who watch half, people who watch most of it, and people who watched almost all of it. The reason that matters is that those people are not all the same. If someone watched a small piece of the video, that still tells you something. They gave you a little attention. But if someone watched almost the whole thing, that's a much stronger signal. That person is not really cold anymore. They already spent real time with your content, which usually means they are much closer to buying than a random person in a cold audience. That's why I like using the higher percentage viewers for offer ads and retargeting. They've already leaned in. The lower percentage viewers are still valuable too, but I usually use those audiences to keep warming people up with more content before I ask for the sale. And there's another reason I like building these audiences. They make great seeds for lookalikes because when somebody watches most of your video, they're basically telling Meta, I'm the kind of person who cares about this. That's a really useful signal. What surprises me is how many advertisers run video for months and never set any of this up. By the time they finally think about it, they've already built a warm audience without realizing it. So if you've been running helpful videos and you haven't built these audiences yet, Go do it. It only takes a few minutes, and it turns video views into something you can actually market to later.